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« B2B Marketers Zero In On Customer Experience | Main | What Should You Pay Your Usability Staff? »

Twelve Steps To Experience-Based Differentiation

Experience-based differentiation (EBD) strategies can create desperately  needed distinction in the market; 60% of recently surveyed organizations tell us  that it is "critical" that their firm improve customer experience. But only 24%  had an executive (other than the CEO) responsible for the "whole customer  experience." To make a difference, follow the example of executives at  MegaFon-Moscow and build the skills required to lead EBD transformation  initiatives. EBD leaders face 12 tests of leadership, comprised of four  challenges: 1) recognizing the need for change; 2) leading change; 3) becoming  part of the change; and 4) sustaining change. Executives leading EBD strategies  must: Challenge the process, inspire a shared vision, enable others to act,  model new behaviors, and encourage the heart.

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